The Effect of Nonverbal and Verbal Communication on the Advertisement

of Ideas

Helen ZhaoAmity Regional High School

Abstract

The purpose of this project is to identify which form of communication is most useful to influence participants to produce a desired outcome. It is hypothesized that nonverbal communication will be more successful in producing a desired outcome than verbal communication. This field of study is important because once fully explored, the justice department could be more successful in capturing and convicting criminals using simply either verbal or nonverbal communication. Officials could obtain the truth easier and the use of aggressive methods could be greatly reduced. In this experiment, participants were given surveys to fill out where they rated a list of odd and unfamiliar products. The goal was to influence them to rate the dog USB highly, either a 9 or 10, based on how funny they thought it was. The control group of participants had results similar to the groups given vocal instructions-the ratings were mixed.

Introduction

Prof. Albert Mehrabian’s study at UCLA found 93% of effective communication is nonverbal.

Another study at UCLA shows that the impact a performance gives is determined by 38% vocal cues and 55% body language.

Introduction

Studies at Erasmus University show that consumers with a positive experience with a product use abstract language to describe it.

Ohio University studies show that people reject popular opinion if they already have opposing opinions.

Purpose

The purpose of this experiment is to identify which method of communication is most useful in influencing people to get a desired outcome. 

Question

Which method of communication, verbal or nonverbal, is best to be used to influence people?

Do verbal cues in vocal communication help in influencing people?

Hypothesis

Studies have shown that effective human communication consists of 93% nonverbal communication and only 7% verbal communication.

Therefore, nonverbal communication is better suited for influencing participants.

Also, verbal cues will help verbal communication.

Variables

IV-usage of verbal communication or nonverbal communication, usage of verbal intonation

DV-survey results of how high the participants rated the USB dog (targeted product)

Constants-environment, age group, survey

Control-Verbal Communication with vocal cues + body language

Materials

20 participants Consent forms Surveys rating odd and unfamiliar

products Writing Utensils An empty classroom Actor/Actress 2 Audio recordings

Verbal Communication

With verbal cues(Group 2)

Body language + verbal

communication +verbal cues

(Group 4)

Without verbal cues(Group 1)

Body language + verbal

communication w/o verbal cues(Group 3)

Procedure

Group 1: Verbal Instructions without vocal cues› The surveys and writing utensils were

distributed to the participants. › A pre-recorded audio recording of the actress

reading the instructions and descriptions of the products with a neutral tone was played.

› Participants rated the products on a scale of 1-10 so that no number was repeated twice.

› After the participants finished the survey, it was collected.

Procedure

Group 2: Verbal Instructions with vocal cues when describing the dog USB› The surveys and writing utensils were

distributed to the participants. › A pre-recorded audio recording of the actress

reading the instructions and descriptions of the products with vocal cues and intonation when describing the USB was played.

› Participants rated the products on a scale of 1-10 so that no number was repeated twice.

› After the participants finished the survey, it was collected.

Procedure

Group 3: Language + Verbal Instructions without vocal cues› The surveys and writing utensils were distributed to the

participants. › Instructions and descriptions of the products with a

neutral tone were given by the actress in addition to body language to provide emphasis when describing the USB. Body language included using hand motions when describing to USB to accent and enforce the description of the product.

› Participants rated the products on a scale of 1-10 so that no number was repeated twice.

› After the participants finished the survey, it was collected.

Procedure

Group 4-Body Language + Verbal Instructions with vocal cues during all descriptions(Control)› The surveys and writing utensils were distributed to

the participants. › Instructions and descriptions of the products with

vocal cues and intonation when describing all of the products were given by the actress in addition to body language to provide emphasis when describing the USB.

› Participants rated the products on a scale of 1-10 so that no number was repeated twice.

› After the participants finished the survey, it was collected.

DataGroup 1 Ratings

of Dog USBGroup 2 Ratings

of Dog USBGroup 3 Ratings

of Dog USBGroup 4 Ratings

of Dog USB

3 1 9 12 7 9 109 8 10 10

10 6 9 47 10 8 9

Group Average Rating of Dog USB

1 6.2

2 6.4

3 9.0

4 6.8

Data

Group 1 Group 2 Group 3 Group 40

1

2

3

4

5

6

7

8

9

10

Average Rating of USB Dog

Average Rating of USB Dog

Rati

ng o

f D

og

Conclusion

Group 3 had the highest rating Group 1 had the lowest rating, Group

2’s rating only a bit higher than Group 1

Conclusions

The use of nonverbal communication to influence people is very effective.

The use of verbal communication with vocal cues influences participants to rate the dog USB slightly higher than verbal communication without vocal cues

Errors/Recommendations

Outbreaks of giggles affected opinions of others

Increase number of participants to increase reliability

Attract attention of participants to actress

Future Studies

Specifically, what types of body language are best for influencing people?› Charm› Force/Fear

Bibliography

Lucas, Amy. "The Understanding of Nonverbal Communication | LIVESTRONG.COM."LIVESTRONG.COM. Web. 24 Jan. 2011. <http://www.livestrong.com/article/160713-the-understanding-of-nonverbal-communication/>.

Heathfield, Susan M. "Nonverbal Communication - Listen with Your Eyes - Tips for Understanding Nonverbal Communication." Human Resources. Web. 24 Jan. 2011. <http://humanresources.about.com/od/interpersonalcommunicatio1/a/nonverbal_com.htm>.

"Want to Convince? Use Abstract Rather than Concrete Language." Science Daily: News & Articles in Science, Health, Environment & Technology. Web. 28 Oct. 2010. <http://www.sciencedaily.com/releases/2010/01/100119121427.htm>.

"Nonverbal Communication Skills: The Power of Body Language." Helpguide.org:. Web. 18 Nov. 2010. <http://helpguide.org/mental/eq6_nonverbal_communication.htm>.

Siegel, Art. "Actions Speak Louder than Words." IConn. Web. 4 Nov. 2010. <http://find.galegroup.com/gps/retrieve.do?contentSet=IAC-Documents&resultListType=RESULT_LIST&qrySerId=Locale(en,,):FQE=(ke,None,13)body language:And:FQE=(TX,None,10)art siegel$&sgHitCountType=None&inPS=true&sort=Relevance&searchType=BasicSearchForm&tabID=T003&prodId=IPS&searchId=R4¤tPosition=2&userGroupName=23950&docId=A19900681&docType=IAC&contentSet=IAC-Documents>.

Bibliography

Zielinski, Dave. "Body Language." IConn. Web. 4 Nov. 2010. <http://find.galegroup.com/gps/retrieve.do?contentSet=IAC-Documents&resultListType=RESULT_LIST&qrySerId=Locale(en,,):FQE=(ke,None,13)body language$&sgHitCountType=None&inPS=true&sort=Relevance&searchType=BasicSearchForm&tabID=T003&prodId=IPS&searchId=R3¤tPosition=17&userGroupName=23950&docId=A74013411&docType=IAC&contentSet=IAC-Documents>.

Evron, Gadi. "The Difference between Communication, Influence and Manipulation."Livejournal. Web. 18 Nov. 2010. <http://gevron.livejournal.com/18778.html>.

"People Reject Popular Opinions If They Already Hold Opposing Views, Study Finds." Science Daily: News & Articles in Science, Health, Environment & Technology. Web. 21 Oct. 2010. <http://www.sciencedaily.com/releases/2010/08/100802125819.htm>.

Simon, George K. In Sheep's Clothing: Understanding and Dealing with Manipulative People. Little Rock, AR: A.J. Christopher, 1996. Web. 20 Oct. 2010. <http://www.rickross.com/reference/brainwashing/brainwashing11.html>.

Garcia, Cesar. "The Effect of Social Contagion on Public Opinion." IConn. Web. 28 Oct. 2010. <http://find.galegroup.com/gps/retrieve.do?contentSet=IAC-Documents&resultListType=RESULT_LIST&qrySerId=Locale(en,,):FQE=(KE,None,12)Cesar Garcia:And:FQE=(TX,None,14)modern thought$&sgHitCountType=None&inPS=true&sort=Relevance&searchType=BasicSearchForm&tabID=T003&prodId=IPS&searchId=R8¤tPosition=1&userGroupName=23950&docId=A212326746&docType=IAC&contentSet=IAC-Documents>.

Questions/Comments